“I wanted the campaign to be very obviously Irish, but I didn't want it to be plastic paddy, shamrocks and harps. And I wanted something that immediately hit people between the eyes, immediately give them a sense of what it was about. And the .irish domain name does this quite nicely”

“The .Irish URL was the perfect fit because it goes right to the core of what we’re offering, a unique, ongoing service targeted at Irish people in the Diaspora. Any Irish person who sees one of the ads or even just the URL would instantly know that this is for them. That’s really powerful when we visit other countries or target social media or display advertising to foreign markets.”

“Having the .IRISH domain name is a natural extension of our brand - it is fresh, interesting and embodies the high technology and startup culture that we want people to start to associate with Ireland by default. In addition "Digital dot irish" rolls off the tongue far easier than the NY Digital Irish group so we are even starting to prefer using our domain name instead of our full name!”

“My Irish identity is a big part of who I am. It's from this perspective that all my work begins, whether consciously or unconsciously. I wanted an online identity that reflected this a fresh and progressive way. ”